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Lightbox Loves: Maslow’s Hierarchy of Needs

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In 1943, the American psychologist Abraham Maslow introduced his theory of The Hierarchy of Needs, a theory that is still relevant to understanding human behaviour today. In this theory, he shows that humans have different levels of needs that motivate them throughout life. Tapping into these different need states can help brands meet the right consumers with the right message at the right time.

In its most simplistic version, Maslow’s Hierarchy splits into five levels, each one needing to be met before a person can go on to meet the next. Level one is based on our physiology – the need for food, water, sleep and warmth. Level two is the need for safety, which includes shelter, financial and job security, and health. Next, psychological needs are introduced. The third level includes belongingness and love needs, such as creating social connections with friends, family and romantic partners. The next level up outlines esteem needs: the need to feel important, respected, purposeful or accomplished. The final level of human needs is for self-fulfillment. This includes any creative activities and, unlike with other levels, the motivation to meet this need only ever increases, even once this level is achieved.

Brands can effectively reach their audiences by feeding into multiple consumer need states. For example, Lidl’s price comparison campaigns tap into both the basic physiological need for food and the need for security of finance by demonstrating lower prices than competitors. On the other end of the hierarchy, Tesco’s “Food Love Stories” campaign focuses on the importance of food shared with others, tapping into level three and our need for social connections with friends and family. Understanding where a brand or product sits within these levels of needs can help to frame benefits for the chosen target audience.

the7stars’ Joydex tool can help to identify when a consumer might be most receptive to messaging around a particular need state. Using IPA TouchPoints data, the Joydex maps emotions over the course of a week, helping to pinpoint times of day when consumers are most happy, stressed, relaxed or feeling a whole range of other emotions. When a consumer is feeling stressed, messaging around basic comforts and securities might be more relevant, whereas in moments of happiness they may be more open to messaging around esteem or self-fulfillment needs. Paying attention to the context and mindset in which marketing messages reach consumers will ensure that they cut through the noise in a cluttered media landscape and land in a way that resonates with individuals.

– Katie Gebbie

Source: https://www.simplypsychology.org/maslow.html

 

Lightbox Loves: The One With All the Sitcoms

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On the 27th of May, after years of speculation, the “Friends Reunion” finally aired on Sky. It has been seventeen years since the final episode which saw the coffee-loving friends move out of their New York apartments after ten seasons, 236 episodes, Ross’ three failed marriages and one iconic couch. Recorded in April, the one and three-quarter hour special saw the cast reunited to take a trip down memory lane, revisiting the characters’ old haunts and recreating classic scenes. For one night only, Monica, Rachel, Joey, Chandler, Phoebe and Ross were back.

The Reunion, watched by an estimated 29% of U.S. streaming households on the first day, demonstrates how enduringly popular the show is: HBO reportedly paid $425 million for the sitcom in 2019 and it is regularly voted one of the most loved of all time.

It’s a stalwart of popular culture. To mark the show’s 25th anniversary in 2019, Lego launched a 1,079-piece collectible set including pieces to build a miniature Central Perk, Ralph Lauren advertised a Rachel Green-inspired collection and US furniture company Pottery Barn recreated the infamous apothecary table. Experiential installations were constructed across the globe; Primark, for example, installed its own Central Perk in Manchester. Even Google demonstrated its enthusiasm with Friends-related Search results throwing up interactive graphics (a search for Ross, for instance, caused all the results to “pivot”!).

“Friends” is not alone in inspiring such terrific levels of nostalgia. The return of “Gavin and Stacey” in 2019 for a Christmas Day special was watched by 11.6 million people, becoming the biggest festive ratings success in over a decade. Meanwhile, it was announced in April that popular comedy “How I Met Your Mother”, which ran from 2005 until 2014, is getting a reboot. This nostalgia seems to have reached its zenith during Lockdown: “The Office US”, for instance, was Netflix’s most streamed series last year.

In 2019, the7stars’ Nostalgia Report found that most Brits (90%) spend at least some time thinking fondly about the way things used to be, with the 90s, the decade “Friends” was first broadcasted, thought of most warmly. Brands who ride the wave of this nostalgia reap the rewards. Foxy Bingo, for example, was the only gaming brand to see year-on-year improvements to consideration, up 19% (May20), when it sponsored “Friends” on Channel 5.

The recent audience figures suggest that fondness for the past has only increased over the pandemic with viewers seeking comfort in re-runs of sitcoms. Brands can harness this nostalgia by aligning with well-loved comedy shows that offer consumers a shortcut to something familiar and fun amidst such uncertainty. Despite Courtney Cox crying “it’s not like we will do a reunion in another fifteen years,” only time will tell how durable our love for the sitcom will be.

– Emily Blatchford

SOURCES

https://www.adweek.com/convergent-tv/friends-no-holds-barred-anniversary-celebration-isnt-slowing-down-anytime-soon/

https://variety.com/2021/digital/news/friends-reunion-viewing-ratings-hbo-max-1234984547/

https://variety.com/2021/digital/news/the-office-most-streamed-tv-show-2020-nielsen-1234883822/

https://www.the7stars.co.uk/nostalgia-is-it-what-it-used-to-be-the7stars-whitepaper/

https://www.the7stars.co.uk/work/foxy-bingo/

Commerce Uncovers: Immersive retail is coming of age

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Cases for immersive retail experiences have been on the rise. Leading beauty and fashion brands have been experimenting with AR and VR experiences for a while, but over the last year the pandemic has supercharged all things virtual.

As online shopping has become increasingly about discovery and inspiration, creating immersive digital experiences alongside physical ones, is fast becoming an essential piece of any commerce strategy.

Snap used their partner summit last week to launch some new AR commerce features including their virtual try on technology with Farfetch and Prada.

BMW launched their virtual viewer last month, allowing you to experience and configure their cars through augmented reality.

Amazon recently opened Amazon Salon, the retailer’s first hair salon and a place where Amazon aims to test new technologies with the general public, trailing the use of augmented reality and “point-and-learn” technology.

To then order the products, the customers will scan the QR code on the shelf, which takes them to the Amazon.co.uk shopping page for the item where they can add it to their cart and check out. The salon’s AR technology, meanwhile, will be used to allow customers to experiment by virtually trying on different hair colours before making a commitment to a new shade.

AR, despite its gimmicky past is now an essential piece of technology to give people more exciting and immersive shopping experiences.

In fact, just over half (51%) said they were willing to use this technology to assess products and Shopify research showed that interactions with products having AR content had a 94% higher conversion rate than products without AR.

Immersive experiences provide accessibility and tangibility. When a few clicks let you see a designer handbag in 3D or a 360° view of a mountain top getaway, and augmented reality lets you see if a lipstick colour works with your skin tone, you’re that much closer to experiencing the product.

Amazon Salon https://blog.aboutamazon.co.uk/shopping-and-entertainment/introducing-amazon-salon

Retailer Kohl’s collaborated with Snapchat to create Kohl’s AR Virtual Closet.

BMW, launched their virtual viewer last month as their dealerships remain shut www.bmwvirtualviewer.co.uk

Charlotte Tilbury Beauty launched an interactive VR shop www.glossy.co/beauty/charlotte-tilbury-leans-into-vr-for-holiday-shopping

Sources

Harvard Business Review – https://hbr.org/2020/10/how-ar-is-redefining-retail-in-the-pandemic

Warc – https://www.warc.com/newsandopinion/opinion/how-augmented-reality-is-set-to-transform-retail/3967

 

Commerce Uncovers: Sustainability Sells

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It’s been impossible to miss the unprecedented rise of ecommerce in 2020 as global lockdowns sent people shopping online. It was the strongest growth for more than a decade. As a result, these increased online sales has meant more packaging and waste during a time when practices which exploit the planet need a critical overhaul. 

As a population however, a noticeable increase in people looking for climate friendly brands and solutions is seen, with 73% of UK consumers wanting to be more sustainable in 2021. With social causes and environmental impacts becoming more apparent and impactful, consumers are re-thinking where they buy and willing to spend with companies that align with their green values. For some, the cheaper cost is no longer the most important factor. 

Today’s shoppers are looking for brands that get it right and “walk the talk”, and nearly half are willing to pay a premium for brands that support recycling, sustainability and are environmentally responsible.   

Companies now need to look at how to align their values with sustainability. After receiving customers complaints, clothing brand Patagonia committed to replacing their plastic packaging with sustainable options, and documented their investigation and change process online. 

Elsewhere, global brands like L’Occitane are working towards a goal of using 100% recycled plastic in their bottles by 2025, whilst smaller independents like Serious Tissues are changing the world from the bathroom by selling UK made 100% recycled toilet rolls with no plastic packaging. 

Sustainability in ecommerce is moving from its status of being niche to essential. As consumers become more environmentally aware and take their money to ethical companies that are making the necessary positive changes, it’s time for more brands to make the better choice and show their sustainable credentials.  

To understand how brands can play a role in turning consumers’ climate change goals into reality, download and read our whitepaper Sustainable Now.

Sources 

Allure – https://www.allure.com/story/garnier-one-green-step-report-2021  

IBM – https://www.ibm.com/downloads/cas/EXK4XKX8  

Internet Retailing – https://internetretailing.net/sustainability/sustainability/uk-consumers-are-becoming-more-socially-and-environmentally-responsible–and-are-calling-out-brands-that-make-meaningless-climate-pledges-21022  

Internet Retailing – https://internetretailing.net/industry/industry/ecommerce-grew-by-46-in-2020—its-strongest-growth-for-more-than-a-decade–but-overall-retail-sales-fell-by-a-record-19-ons-22603  

Patagonia – https://www.patagonia.com/stories/patagonias-plastic-packaging-a-study-on-the-challenges-of-garment-delivery/story-17927.html  

Serious Tissues – https://serioustissues.com/  

 

 

Sustainable Now – the7stars Whitepaper

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Please download Sustainable Now – our whitepaper co-written between the7stars and Global, which helps brands understand how they can play a role in turning consumers' climate change goals into reality.

     

    Lightbox Loves: The Video Revolution

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    Time spent in lockdown has rapidly increased consumers’ need to be entertained; last February, the7stars’ quarterly consumer tracking report showed that nearly half of Brits increased their consumption of video streaming services since going into lockdown the previous November. The shift to more time spent in on-demand streaming platforms has sparked major developments in in-app video usage.

    In 2021, TikTok took the number one spot in being the first app that 13-19-year-olds open, with the primary reason being to “find entertaining content” (YPulse, 2021). This emphasis on watching video content differs greatly from previous years, where Facebook ranked the highest amongst these age groups for keeping in touch with friends and family.

    Besides growing in importance to users, video platforms are also retaining their users for longer throughout the day. A recent study revealed that total viewing in 2019 averaged 84 minutes. It is estimated that this figure has since seen a 19% increase with the average person now predicted to spend 100 minutes every day watching online videos this year.

    Platforms, as well as behaviours, are evolving. Since the fast growth of TikTok and short-form video, both Snapchat and Instagram have entered long-form video territory by testing ads in Spotlight and Reels​. Even Netflix has borrowed the TikTok format by trialling their ‘fast laughs’ product​ in a bid to give their users more ‘on-the-go’ content as short as 15 seconds.

    As video continues to grow, it’s crucial to stay on top of the latest trends in order to create the best strategies for your brand. Video’s popularity also goes hand-in-hand with users’ expectation for brands to engage with them through this format, as studies show that 54% of consumers want to see more video content from a brand or business they support (Hubsport, 2018). Brands who stay on top of the latest trends and formats will therefore reap the rewards.

    – Emilie Flanders

    Sources:

    The QT, the7stars proprietary consumer tracking study​, February 2021

    Video marketing statistics to know for 2020 | Smart Insights

    How Video Consumption is Changing in 2021 [New Research] (hubspot.com)

    The First Social Platforms Gen Z & Millennials Open When They’re Bored – YPulse

    Online video viewing to reach 100 minutes a day in 2021 – Zenith (zenithmedia.com)

    Lightbox Loves: Staying Close to Home

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    Last week the UK government announced which destinations would be on the ‘green list’ of countries we can visit from Monday 17th May. For those hoping for a long overdue holiday abroad, the list may have been underwhelming. Twelve countries made the cut, with Portugal, Australia and Iceland perhaps the most appealing inclusions. 

    Shortly after, YouGov found that just 5% of Brits have booked a holiday abroad this year. This is dwarfed by the 20% who have already booked a holiday within the UK for 2021. While it’s still early days, and there’s hope that more countries will be added to the ‘green list’ in the coming months, this is not yet the overseas holiday boom which some may have hoped for. In fact, online travel agent On The Beach has stopped selling all overseas holidays until September, even to ‘green list’ countries. 

    So, even though over 35 million of us have now received a coronavirus vaccine, why are we still so hesitant to go abroad? According to YouGov, it’s not a changed travel experience which is the biggest issue (38%). Rather, almost half claim that the financial costs of having to do COVID-19 tests is a barrier for them going abroad. Similarly, 44% claim it’s the financial cost of travel. This ties in with the7stars’ recent thought leadership piece, The Experience Economy Rebound, which considered the paradox between our openness to experience holidays again and the financial difficulties the pandemic has brought. 

    Although this may seem all negative, there’s some conclusions to be drawn. Firstly, it’s evident that the UK tourism industry is again likely to benefit at the expense of overseas holiday destinations. After a boom in the second half of 2020, we can expect to see staycations remain the go-to holiday option for most Brits. Whether the Lake District, Cornwall or Brighton, businesses in popular tourist spots can expect to see heavy footfall in the coming months. 

    In addition, it’s clear that many Brits are still feeling the financial squeeze of the pandemic. Although images of busy shops and pubs have become commonplace over the last month, financial insecurity still lingers for many. For brands hoping to reach consumers as they embrace the new frontiers of freedom, it’s worth bearing in mind that many may not yet feel ready to indulge. 

     

    https://yougov.co.uk/topics/travel/survey-results/daily/2021/05/12/c25f2/1 

    https://www.bbc.co.uk/news/business-57084732 

    https://yougov.co.uk/topics/travel/articles-reports/2021/05/12/nearly-half-british-adults-view-cost-covid-19-test 

    the7stars, ‘The Experience Economy Rebound’